Google-owned Motorola has unveiled the Moto X, an Android-powered smartphone that the company hopes will boost its position in the US smartphone market.
The handset, which sits firmly in the mid-range section of the market, does not boast the high-end processors and screen components common to big releases, but instead focuses on customisability and unusual features for phone buyers on a budget.
Motorola says the phone "responds to you", with voice control that is always listening for the user to speak. In addition the firm showed off its 4.7in Active Display, which turns on as soon as the user places a finger on the screen to show them messages and missed calls.
In addition to unusual software features, the phone also packs a huge amount of customisability, with each phone built to order, according to Motorola. The back plate is available in 18 different colours, as well as black or white front plates and several colour choices for side-mounted buttons and a ring around the phone's camera lens. With the addition of custom engravings, the company says there are more than 2,000 different combinations of Moto X available.
The Moto X is currently only available in the US, and Motorola has not confirmed when the phone – which is also manufactured in the US – will appear in other markets.
Google bought out Illinois-based Motorola last year for $12.5bn, but despite their close ties the phone will not launch with the latest version of the Android operating system, and will instead start life one version behind, with 4.2.2 JellyBean.
The search firm's buyout of Motorola was seen by some as a patent grab, but it has not yet paid off. During a recent legal fight with Microsoft, Google was awarded $1.8m in damages, significantly less than the billions Google had reportedly expected.
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